Authentic Brands Group is continuing to forge partnerships for its Ted Baker label with the global brand development and licensing company partnering with Ares Holdings as Authentic and the South African brand distribution company work to strengthen Ted Baker’s presence in Ares’ domestic market. 

The partnership means two new retail stores for the label as Ares takes on the distribution of sportswear, tailored clothing, denim apparel, outwear and footwear for men and women. The stores include a wide offer from the SS24 collection.

We’re told the stores, in Johannesburg’s Hyde Park Corner and Cape Town’s V&A Waterfront, “mark a significant milestone in [the] strategy to expand Ted Baker’s global footprint”.

Authentic’s Warren Bowers, who’s GM, Africa for the firm, said the link-up “marks an exciting new chapter for Ted Baker in South Africa. By combining [its] brand DNA with Ares Holdings’ deep knowledge of the South African market, we’re creating exceptional shopping experiences for consumers in Johannesburg, Cape Town and beyond”.

The companies added that each of the two stores has “a unique design that reflects the character of their location”.

The Johannesburg location’s design “draws inspiration from the equestrian heritage of London’s Hyde Park, celebrating the iconic Rotten Row pathway. Equestrian elements such as horseshoes and saddles adorn the space, while fitting rooms are styled as horse stalls, blending elegance with playfulness. The design also incorporates patterns and fabrics that resonate with South Africa’s rich history of vibrant textiles”. It’s at Shop UM27B, Cnr Jan Smuts Avenue and William Nicol, Hyde Park Corner.

Meanwhile, V&A Waterfront, Cape Town “takes inspiration from the journey of penguins between London and Cape Town, incorporating nautical themes and Art Deco influences. Nautical details like portholes and ropes are paired with geometric patterns and rich textures, while playful penguin motifs in South African-inspired outfits add a whimsical touch”. The address is Shop 7212, V&A Waterfront, Cape Town.

Ares CEO Gareth Kemp added that they show off “Ted’s quirky and unique character”.

The company he leads was established in 2015 and has acquired the exclusive distribution rights for Crocs, Birkenstock, Under Armour, Vans, and Hey Dude as well as Ted Baker. It operates 65 owned retail stores, a network of over 2,500 wholesale doors and six owned e-commerce sites. 

Authentic said it “has an exceptional track record… strong relationships with the wholesale customers and a highly regarded experienced leadership team. With a consumer-first approach, time and energy has been spent on mapping out the recently changed consumer journey. Ares is an attractive distribution partner for global brands in Southern Africa”.